Coke. Let Fans Be First.
Februar 16th, 2010 • Brands, Social, Strategy
As my everyday work revolves around modelling a brand’s reaction to the social revolution it’s particularly interesting to watch big established companies opening up. It’s simple to socialize threadless or Zappos (well they are social from the start) but how about the big players? How about Coke – the stereotype of a modern brand. How do they react on the active user after having spent zillions of ad dollars for more than 100 years.
This deck describes Coke’s approach to social. ‘Fans first’ is a deck by Coke’s Group Director of Interactive Marketing Michael Donnelly – a man who is well known for trying out new things. Even though I do not agree with Culture Buzz’ claim “this deck tells all“, it at least defines a new, broad social ecosystem for Coke. An ecosystem in which a brand has to follow its users instead of the other way around. Personally that’s my key takeway from these slides.
And here is the deck – Coke. ‘Fans First’
What’s your understanding of these slides? Do you believe Coke can ever be a fast moving digital brand? Or is this lip service? Use this blog’s comment function to tell me what you think.
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